Page 84 - GLOBAL TOURISM CHALLENGES IN 21st CENTURY

ZKHUH WKH\ JHQHUDOO\ UHIHU WR WKH PRGLILFDWLRQ RI WKH SURGXFWV VHUYLFHV ZKHUHDV LQ WKH
VPDOO V\VWHPV WKH\ UHIHU WR WKH TXLFN LPSOHPHQWDWLRQ RI WKH FRQVXPHUV¶ QHHGV LQWR WKH
FRQFHSW RI WKH SURGXFW RU WKH VHUYLFH 7KH VLPSOHVW H[DPSOH RI LQFUHPHQWDO LQQRYDWLRQ
LV WKH FUHDWLRQ DQG WKH LPSOHPHQWDWLRQ RI D QHZ SDFNDJLQJ IRU DQ H[LVWLQJ SURGXFW
5DGLFDO LQQRYDWLRQV DUH FRQVLGHUHG WKRVH LQQRYDWLRQV ZLWK ZKLFK UHYROXWLRQDU\
FKDQJHV DUH PDGH WKDW LV LQQRYDWLRQV WKDW FKDQJH DQG GHSDUW IURP WKH H[LVWLQJ
SUDFWLFH SURFHVV DQG WHFKQRORJ\ 5DGLFDO RU GLVUXSWLYH LQQRYDWLRQV LQ VPDOO
HQWHUSULVHV DUH WKH SURGXFW RI WKH HQWUHSUHQHXULDO VSLULW RI WKHLU IRXQGHUV ZKLOH LQ ELJ
RUJDQL]DWLRQV WKH\ DUH WKH UHVXOW RI WKH LQYHVWPHQW LQ WKH HQWLUH LQQRYDWLRQ VSDFH RI WKH
SURGXFW ,GHDV WKDW JHQHUDWH UDGLFDO LQQRYDWLRQV FDQ DULVH IURP WKH LGHDV RI WKH
FRQVXPHUV FRZRUNHUV FRPSHWLWLRQ HYROXWLRQ RI WKH WHFKQRORJ\ FRRSHUDWLRQ ZLWK
RWKHU FRPSDQLHV XQLYHUVLWLHV HWF
,W LV FRPPRQO\ EHOLHYHG WKDW UDGLFDO LQQRYDWLRQV FDQ SURYLGH WKH RUJDQL]DWLRQ ZLWK
FRQVLGHUDEOH ILQDQFLDO JDLQ EXW LW LV WKH LQFUHPHQWDO LQQRYDWLRQ WKDW DFFRXQW IRU WKH
ELJJHVW SHUFHQW RI WKH UHYHQXH ,QFUHPHQWDO LQQRYDWLRQV UHTXLUH WKDW HPSOR\HHV KDYH
VNLOOV DQG VSHFLDOL]HG NQRZOHGJH IURP RQH DUHD ZKLOH IRU UDGLFDO LQQRYDWLRQV JHQHUDO
DQG EURDG NQRZOHGJH IURP GLIIHUHQW DUHDV DUH UHTXLUHG IURP WKH HPSOR\HHV 7KHUHE\
DQ DWWHPSW DW EDODQFH ZRXOG EH ZLVH LQ RUGHU WR PDNH IXOO XVH RI WKH DGYDQWDJHV RI
ERWK LQQRYDWLRQV 6WLOO LW LV D IDFW WKDW WKH PDUNHW LV VKDSHG E\ RUJDQL]DWLRQV ZKLFK
JHQHUDWH UDGLFDO LQQRYDWLRQV

&UHDWLYH DQG LQQRYDWLRQ DFWLYLWLHV

6XFFHVVIXO PDQDJHUV QHYHU UHVW EXW DOZD\V PRYH WRZDUGV ZKDW LV FRPLQJ QH[W 7KH\
DUH LQLWLDWRUV LQVWLJDWRUV DQG DUFKLWHFWV RI FKDQJHV LQ RWKHU ZRUGV WKH\ DUH EHDUHUV RI
LQQRYDWLRQV 0DQDJHUV DUH QRW QHFHVVDULO\ LQQRYDWRUV KRZHYHU WKHLU VXFFHVV GHSHQGV
JUHDWO\ RQ WKHLU DELOLW\ WR H[SORLW WKH LQQRYDWLRQ DQG DFFRPSOLVK LWV JRDO ± WR LQFUHDVH
FRPSHWLWLYHQHVV UHGXFH ULVN DQG GLVFRYHU DQG WDNH DGYDQWDJH RI HFRQRPLF SRWHQWLDOV
3XOLü LQ KLV ,QIRUPDWLRQ 6RFLHW\ DQG (FRQRP\ OLVWV WKH IROORZLQJ PRVW LPSRUWDQW
FKDUDFWHULVWLFV RI WKH HQWUHSUHQHXULDO PDQDJHPHQW
$ELOLW\ WR UHFRJQL]H FUHDWLYH SHRSOH DQG LQQRYDWRUV LQ WKH RUJDQL]DWLRQ DQG WKH
LPPHGLDWH VXUURXQGLQJV DV ZHOO DV UHDGLQHVV WR DWWUDFW VWLPXODWH DQG PRWLYDWH WKHP
5HDGLQHVV WR SURYLGH WKH HPSOR\HHV LQ WKH RUJDQL]DWLRQ HVSHFLDOO\ WKH
LQQRYDWRUV DQG WKH FUHDWRUV ZLWK D SHUPDQHQW HGXFDWLRQ DQG VSHFLDOL]DWLRQ VR WKDW WKH
FUHDWLYH DQG LQQRYDWLRQ DFWLYLWLHV FRYHU GLUHFWO\ RU RWKHUZLVH DOO OHYHOV RI HPSOR\HHV
$ELOLW\ WR DFW WRZDUGV FUHDWLQJ DV IDYRUDEOH D FOLPDWH DV SRVVLEOH IRU WKH EHQHILW
RI WKH GHYHORSPHQW DQG WKH VXFFHVV RI WKH FUHDWLYH DQG LQQRYDWLRQ DFWLYLWLHV
$ELOLW\ WR RUJDQL]H RQ D ODUJH VFDOH DQG WR JLYH GLUHFWLRQV DQG OHDG WKDW LV WR
FRRUGLQDWH WKH FUHDWLYH DQG LQQRYDWLRQ DFWLYLWLHV E\ HVWDEOLVKLQJ FROODERUDWLYH
UHODWLRQVKLSV
$ELOLW\ WR PDNH FRUUHFW MXGJPHQWV DERXW WKH UHVXOWV RI WKH FUHDWLYH DQG
LQQRYDWLRQ DFWLYLWLHV ZLWKLQ WKH FRQILQHV RI WKHLU ULJKWV DQG UHVSRQVLELOLWLHV
$ELOLW\ WR DOORZ DSSOLFDWLRQ RI DQ LQQRYDWLRQ LQ WKH ULJKW PRPHQW
6\VWHPDWLF IROORZLQJ RI WKH LQQRYDWLRQ WUHQGV LQ WKH ZRUOG DQG DVVHVVLQJ WKH
H[WHQW RI H[KDXVWLRQ RI D SURGXFW RU RWKHU FRPPRGLW\
8QIDLOLQJ FRPPLWPHQW WR PHHW WKH JRDOV RI WKH FUHDWLYH DQG LQQRYDWLRQ
DFWLYLWLHV LQ WKH RUJDQL]DWLRQ DQG WR PHHW WKH JRDO RI WKH ZKROH RUJDQL]DWLRQ WR
EHFRPH FUHDWLYH DQG LQQRYDWLYH

ϳ ϳ